Exam 5: The Voice of the Customer

Customer rationalization results from agreement between marketing and operations as to which customers add the greatest advantage and profits over time.

Measurement data such as height, weight, volume, and speed are referred to as ________ data.

Phone contacts, focus groups, and survey results are referred to as ________ data.

The enhancement phase of customer-relationship management involves improving service to the customer through the use of information systems.

The SERVQUAL instrument was developed by ________.

Phone contacts and focus groups are referred to as hard data.

Which of the following determinants of service quality means possession of the required skills and knowledge to perform the service?

Customer retention is measured as the percentage of customers who return for more service.

Customer-initiated contact such as filling out a restaurant complaint card, calling a toll-free complaint line, or submitting an inquiry via a company's Web site, is considered ________.

Customer-driven quality represents a proactive approach to satisfying customer needs that is based on gathering data about the customers to learn their needs and preferences.

What is the first step in performing a focus group session?

The ________ phase of customer-relationship management involves improving service to the customer through the use of information systems.

Soft data are measurement data such as height, weight, volume, or speed that can be measured on a continuous scale.

Feigenbaum, Crosby, and Peters developed the survey instrument called SERVQUAL.

Actively solicited customer feedback includes all supplier-initiated contact with customers.

Reliability concerns the willingness or readiness of employees to provide service.

The gap refers to the differences between ________.

________ customers are employees receiving goods or services from within the same firm.

Gathering data through focus groups and surveys are examples of passive data gathering.

The complaint-resolution process involves the transformation of a negative situation into one in which the complainant is restored to the state existing prior to the occurrence of a problem.